Liam Solomon, marketing manager at LoveTheSales, says risk appetite is essential for modern marketing, but thinks we need more creativity in our risk-taking.“The pendulum has swung far too far in the way of statistics and data-driven marketing; the next wave of successful techniques will come from out-of-the-box thinking,” he says, using the example of his buy email list company's early forays. in content marketing and SEO.“Even though we conducted research and tested the content beforehand, there was no guarantee it would be successful,” Solomon said. “We learned the importance of managing expectations and understanding that taking a risk means it's okay to fail.
We moved on to the next content with a much more rigorous creative process, where we really looked for the user benefit and as much as possible before planning the content."For Solomon, digital risks are worth taking because they allow for more second chances. Real-world activations need precision because there is no replay; on social media, however, you have the buy email list option to hit "Refresh" when a post isn't working quite the way you expected.But while digital brings more freedom to test and learn, it still comes with its own risks to consider. Because social tools allow large amounts of new content to be created and published so quickly, companies need to be very diligent about reviewing each post for errors and branding standards before it goes live.
published to thousands, if not millions, of subscribers. Risk/return analysiscreate with risk takingImage credit: Amandine Cornillon"If there were no risk, I don't think marketing would be worth it," says Oliver Roddy, director of business development at Catalyst buy email list Marketing. Speaking from the agency's perspective, he says his clients' risk appetite varies, but "the fearless ones tend to get the best results.""One of the biggest risks any business has to get used to in marketing is stepping into the unknown and doing something different from everyone else in their industry, something that has never been done before. The slogan of world renowned advertising agency BBH London is 'When the world zigzags, zags', and I think that's as relevant a statement today as it has ever been." , Roddy said.